Critical Analysis of Television Commercials How to:
First, summarize the commercial. Then, analyze it. Consider these questions in your analysis:
Who is the audience (beyond watchers of the Super Bowl)?
What is said?
How is it being said?
Why is it being said this way?
Can you compare it with something else?
Don't remove the video of the commercial. Other than that, you may modify this page in any way you choose. This is a collaborative assignment (see Jon Udell's Heavy Metal Umlaut). Process Work points will be awarded to those who create and edit content. Those who do not will receive 0 on the assignment.
Bundy 5 White Rum
Contents:
1 Summary
2 Product Campaign
3 Song
4 Audience
5 Analysis
Summary:
This commercial is an advertisement for Bundaberg Five White Rum. It depicts a nerdy, unattractive white guy who goes to a bar with friends. The atmosphere in the bar is somewhat dreary with the other patrons sitting around talking, but without seeming to have very much fun. When the guy goes up to order a round of drinks, he encounters the bartender who is dressed in a white tuxedo. The bartender proceeds to soulfully serenade him with a song about how drinking the Bundaberg Five White Rum will elevate him to "Players" status. He proceeds to bring him into an underground club beneath the bar where a Bartender who looks exactly like him, except with cornrowed hair, gives him a drink of Bundaberg Five White Rum. Instantly he becomes a part of the "club". He is given air toasts by two gentlemen who are being swarmed by good looking women and who are obviously wealthy. The bartender is leads him to an enormous white and gold fountain in the center of the room and up some stairs where eventually they are elevated high into the air by a larger than life bottle of Bundaberg Five White Rum. As the Bartender comes to the end of his song, he sings an extended high note and literally explodes like a party favor, leaving doves to fly free.
Bartender Opening Entrance to Underground Club
Product Campaign:
Bottle of Bundaberg Five
This commercial, Directed by Tom Kuntz via MJZ out of Los Angeles, is an advertisement for Bundaberg Distilling Company's highly anticipated new brand of White Rum called "Bundabery Five." Based out of Australia, the Bundaberg Distillery has been producing rum since 1888. According to Bundaberg Rum marketing manager Matt Bruhn, the commercial was first introduced to social media in clips as a "teaser" campaign with the full 90-second commercial premiered first to Bundaberg Rum Facebook fans and then given exclusive distribution rights. The 90-second commercial would then be launched on TV, eventually being aired on TV as a 60-second spot, posted elsewhere online, in print, and for outdoor ads.
Song:
Arguably the most attention getting portion of the commercial, lyrics were written by Leo Burnett Sydney, music composed by Songzu, and lip synced by Alex Malaos, a little known British comedian. The actual singer of the song is unknown. The lyrics are set against a background of music that is very soul/R&B, with the intro sounding very much like something R. Kelly might do. There are 3 backup singers who harmonize with the Bartender(italicized.) The main lyrics are sung by the Bartender throughout the commercial(bold) and are listed below.
Bartender Climbing Stairs of the Enormous Fountain
"You in the club with your homies. Bunch of playas... Blandness all around you, So damn boring... Make the call, You want it all, Head to the bar, It’s not that far To buy a round,To buy a round! You’re generous! But then it hits you, Feel it on the air This ain’t you man, You’re a maverick You want it all, you like it raw Time to get some, Time to get some, Get it player! Ain’t no poser’s drink,
It’s a player’s drink Ain’t no boy band drink! It’s a manly drink Ain’t no dandy drink, It’s a maverick’s drink Ain’t no poser’s drink… Pick up your drink,
So heavy Take a sip,
Oh gosh damn What’s that you see? That’s a fountain... Your tongue is dancin’, In your mouth You can’t believe it and you laugh out loud, Tastes amazing Problem solved, Like algebra You got a clear drink, mucho-macho, 5 times filtered... Ooh-so-transluso, no more blandness for yoooooouuuuuuuuuu"
Audience:
The audience for this commercial is definitely geared towards men in their early 20's. The commercial is set in a fun environment, leading the viewer conclude that by drinking Bundabery Five, you will have the time of your life and be able to get a lot of women regardless of what you look like. Evidenced by two "background" gentlemen in the video. One of the men is wearing traditional Arabian garb and sitting on a camel with an attractive woman on his lap. The other has a hook for a left hand, is holding an umbrella in his right hand, and also is being fawned over by an attractive woman. The Bartender leads the guy over to a huge fountain that has giant carvings of tigers laying docile with the guy on one side, flanked on the other side by either a huge carving of the Bartender or Jesus, it being difficult to tell in the short amount of time you get to look at them. Once they climb the stairs together, are magically raised by the huge bottle of liquor, and the bartender explodes into doves, the guy is left alone elevated higher than everyone else in the room. These commercials could be put into the same context of the newer Old Spice commercials. Depicting a man doing spectacular, larger than life things and becoming the "center of the party".
Analysis:
The message of this commericial is that if you drink Bundaberg 5 White Rum, you will become an alpha male character full of charisma. This is shown throughout the commericial by the Bartender. The Bartender is an obvious advocate for Bundaberg 5 White Rum and showcases his abilities throughout the commericial. He enthralls the patron in the bar with a song and has the capabilities of opening a doorway to another dimension, suggestively positioned between his legs, directly beneath his feet. He leads the bar patron down into a glowing, dreamy like white room where there are hundreds of beautiful women milling around with very few men present. The atmosphere is extremely etheral, with the bright white lights being slightly blurry and harps in the background. Depicting to the viewers that Bundaberg 5 White Rum leads you on an almost celestial journey of near God like porportions. The Bartender leads the patron down the stairs to another Bartender who looks exactly like him. Noted in the background are numerous bottles of Bundaberg 5 White Rum with no other brand present, leaving no doubt that everyone in the room must be drinking this particular brand. The Bartender gives him a drink and the patron carries it throughout the rest of the commercial. Seen in the background are the Bartenders attractive background singers in various stages of provocative dress. The Bartender leads the patron around the room where he gets acknowledged by other patrons and toasted. Then the Bartender leads the patron up to an enormous white and gold fountain that is ridiculously opulent, carved with the patrons likeness lounging with a tiger, and Jesus in a gold tuxedo with his hands juxtaposed up the stairs as if leading you up a stairway to heaven. Once they get to the top of the stairs, a large bottle comes out of the fountain, effectively destroying it, and elevates them higher than everyone. The Bartender then hits a high note that shatters his human physicial form and turns him into a flock of gold doves, thus ending the commercial with the patron looking around the room in awe of his surroundings.
This commercial is one of many in a series that Bundaberg has put out with similar themes, that drinking their liquor will make you into someone who is capable of doing phenomenal feats. In another one, a golfer hits an alligator with a golf tee between the eyes and the alligator explodes, allowing the golfer to take his shot and win his game. These kinds of commericials are purely for entertainments sake and obviously do not hold any merit in a world based in reality.
How to:
First, summarize the commercial. Then, analyze it. Consider these questions in your analysis:
Don't remove the video of the commercial. Other than that, you may modify this page in any way you choose. This is a collaborative assignment (see Jon Udell's Heavy Metal Umlaut). Process Work points will be awarded to those who create and edit content. Those who do not will receive 0 on the assignment.
Bundy 5 White Rum
This commercial is an advertisement for Bundaberg Five White Rum. It depicts a nerdy, unattractive white guy who goes to a bar with friends. The atmosphere in the bar is somewhat dreary with the other patrons sitting around talking, but without seeming to have very much fun. When the guy goes up to order a round of drinks, he encounters the bartender who is dressed in a white tuxedo. The bartender proceeds to soulfully serenade him with a song about how drinking the Bundaberg Five White Rum will elevate him to "Players" status. He proceeds to bring him into an underground club beneath the bar where a Bartender who looks exactly like him, except with cornrowed hair, gives him a drink of Bundaberg Five White Rum. Instantly he becomes a part of the "club". He is given air toasts by two gentlemen who are being swarmed by good looking women and who are obviously wealthy. The bartender is leads him to an enormous white and gold fountain in the center of the room and up some stairs where eventually they are elevated high into the air by a larger than life bottle of Bundaberg Five White Rum. As the Bartender comes to the end of his song, he sings an extended high note and literally explodes like a party favor, leaving doves to fly free.
Arguably the most attention getting portion of the commercial, lyrics were written by Leo Burnett Sydney, music composed by Songzu, and lip synced by Alex Malaos, a little known British comedian. The actual singer of the song is unknown. The lyrics are set against a background of music that is very soul/R&B, with the intro sounding very much like something R. Kelly might do. There are 3 backup singers who harmonize with the Bartender(italicized.) The main lyrics are sung by the Bartender throughout the commercial(bold) and are listed below.
"You in the club with your homies.
Bunch of playas...
Blandness all around you,
So damn boring...
Make the call,
You want it all,
Head to the bar,
It’s not that far
To buy a round, To buy a round!
You’re generous!
But then it hits you,
Feel it on the air
This ain’t you man,
You’re a maverick
You want it all, you like it raw
Time to get some, Time to get some,
Get it player!
Ain’t no poser’s drink,
It’s a player’s drink
Ain’t no boy band drink!
It’s a manly drink
Ain’t no dandy drink,
It’s a maverick’s drink
Ain’t no poser’s drink…
Pick up your drink,
So heavy
Take a sip,
Oh gosh damn
What’s that you see?
That’s a fountain...
Your tongue is dancin’,
In your mouth
You can’t believe it and you laugh out loud,
Tastes amazing
Problem solved,
Like algebra
You got a clear drink, mucho-macho,
5 times filtered...
Ooh-so-transluso, no more blandness for yoooooouuuuuuuuuu"
The audience for this commercial is definitely geared towards men in their early 20's. The commercial is set in a fun environment, leading the viewer conclude that by drinking Bundabery Five, you will have the time of your life and be able to get a lot of women regardless of what you look like. Evidenced by two "background" gentlemen in the video. One of the men is wearing traditional Arabian garb and sitting on a camel with an attractive woman on his lap. The other has a hook for a left hand, is holding an umbrella in his right hand, and also is being fawned over by an attractive woman. The Bartender leads the guy over to a huge fountain that has giant carvings of tigers laying docile with the guy on one side, flanked on the other side by either a huge carving of the Bartender or Jesus, it being difficult to tell in the short amount of time you get to look at them. Once they climb the stairs together, are magically raised by the huge bottle of liquor, and the bartender explodes into doves, the guy is left alone elevated higher than everyone else in the room. These commercials could be put into the same context of the newer Old Spice commercials. Depicting a man doing spectacular, larger than life things and becoming the "center of the party".
The message of this commericial is that if you drink Bundaberg 5 White Rum, you will become an alpha male character full of charisma. This is shown throughout the commericial by the Bartender. The Bartender is an obvious advocate for Bundaberg 5 White Rum and showcases his abilities throughout the commericial. He enthralls the patron in the bar with a song and has the capabilities of opening a doorway to another dimension, suggestively positioned between his legs, directly beneath his feet. He leads the bar patron down into a glowing, dreamy like white room where there are hundreds of beautiful women milling around with very few men present. The atmosphere is extremely etheral, with the bright white lights being slightly blurry and harps in the background. Depicting to the viewers that Bundaberg 5 White Rum leads you on an almost celestial journey of near God like porportions. The Bartender leads the patron down the stairs to another Bartender who looks exactly like him. Noted in the background are numerous bottles of Bundaberg 5 White Rum with no other brand present, leaving no doubt that everyone in the room must be drinking this particular brand. The Bartender gives him a drink and the patron carries it throughout the rest of the commercial. Seen in the background are the Bartenders attractive background singers in various stages of provocative dress. The Bartender leads the patron around the room where he gets acknowledged by other patrons and toasted. Then the Bartender leads the patron up to an enormous white and gold fountain that is ridiculously opulent, carved with the patrons likeness lounging with a tiger, and Jesus in a gold tuxedo with his hands juxtaposed up the stairs as if leading you up a stairway to heaven. Once they get to the top of the stairs, a large bottle comes out of the fountain, effectively destroying it, and elevates them higher than everyone. The Bartender then hits a high note that shatters his human physicial form and turns him into a flock of gold doves, thus ending the commercial with the patron looking around the room in awe of his surroundings.
This commercial is one of many in a series that Bundaberg has put out with similar themes, that drinking their liquor will make you into someone who is capable of doing phenomenal feats. In another one, a golfer hits an alligator with a golf tee between the eyes and the alligator explodes, allowing the golfer to take his shot and win his game. These kinds of commericials are purely for entertainments sake and obviously do not hold any merit in a world based in reality.
Sources:
http://www.bundabergrum.com.au/Our-Home
http://songzu.com/
http://www.campaignbrief.com/2011/07/bundaberg-fives-new-campaign-l.html
http://www.adforum.com/award/showcase/6650176/2012/ad/34467632